Definition: What is a brand?

Brand: the complete identity of an entity (e.g., an organization, product, or service), including tangible and intangible qualities.


Other definitions from around the web

"A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer." – Wikipedia

"A living business asset, designed to enhance the connection between a business and customer or consumer. A brand is the way in which people understand, navigate and talk about a company’s business strategy and it simplifies decision-making when selecting a product or service. A brand helps ensure relationships that secure and create future earnings by driving demand, commanding a premium and engendering loyalty. Once simply considered trademarks or logos/logotypes, brands deliver tangible economic value." - Brandchannel

"Brand architecture is the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products." – Branding Strategy Insider

"Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors." - BusinessDictionary

"A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence." - OVO

"The collective perceptions and impressions people have formed about an organization, its products and/or its services, whether through direct (ads/purchase) or indirect (word-of-mouth) interactions." - The Financial Brand

"A brand is a customer's perception of a product, service, or company." - The Dictionary of Brand, Marty Neumeier (Liquid Agency)

"Representation of consumer perception of and feeling toward a product/service." - Stealing Share


Quotable definitions of brand

"A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." - Michael Eisner, former CEO of Disney

"Your brand is what other people say about you when you’re not in the room." - Jeff Bezos

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